Table of Content
Acknowledgments
About the Authors
Foreword
Foreword to the Second Edition

Introduction
Share of Hearts, Minds, and Markets
Margins and Profits
Product and Portfolio Management
Customer Profitability
Sales Force and Channel Management
Pricing Strategy
Promotion
Advertising Media and Web Metrics
Marketing and Finance
The Marketing Metrics X-Ray
System of Metrics


Appendix A Survey of Managers’ Use of Metrics
Bibliography
Endnotes
Index

Marketing Metrics, Second Edition, is the definitive guide to today's most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge.

This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make.
Salient Features

State-of-the-art tools for maximizing value and accountability from all your marketing investments
Covers promotions, advertising, distribution, customer perceptions, market share, pricing, margins, product portfolios, sales force and channel effectiveness, and much more
Added coverage of social media and an entirely new chapter on assessing organizational performance